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After rolling out soft ice cream regionally last year, Baskin-Robbins is taking the launch national this month with a TV campaign.
Advertising, via Cliff Freeman and Partners, plays up the chain’s point of differentiation–its variety of flavors. An initial ad shows kids bombarding a white ice cream truck with colorful explosions (Tagline: “Don’t be so vanilla.”)
Baskin, known for its 31 flavors of hard ice cream, offers 31 “ways to deliver” soft ice cream, said David Nagel, the chain’s director of brand excitement.
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